Tynt Offers Tracking Tools for Publishers

A San Francisco-based company called Tynt is determined to allow publishers the opportunity to take full advantage of copy and paste user action.

Already used by 600,000 publishers, the company released the Tynt’s Publisher Tools set in early February. The currently free suite of four tools includes:

• Tynt Keywords: Informs publishers what keywords are drawing readers to the site, as well as the keywords they are entering which are taking them out of a site.

• Tynt Social: Allows publishers to see what content is being shared where on the social media scene.

• Tynt Content: Aimed at writer and editors, this tool allows users to see what content and keywords readers are engaging with on the website.

• Tynt Publisher API: This allows data to be viewed from any dashboard the publisher chooses by telling Tynt they want their data through a certain API and sharing their publishing code.

NBC Universal Media Works currently use the range of Tynt products. Timothy Mohn, VP of interactive technology, and Andrew Blair, manager of interactive technology said that Media Works has used Tynt on eonline.com and g4tv.com over the past year.

Mohn and Blair said that they were interested in the product from the start, though they were concerned about the load time the tools may add to their pages (however, they now say “…the benefits currently outweigh that concern”). Media Works uses the Tynt tools to determine the most popular articles and pictures of the week on their sites, as well as provide data and direct traffic back to their sites; one of the features of Tynt includes dropping a link back to the source article when a user copies and pastes content.

Media Works also cites the extra branding that comes along with the attribution links that appear below the pasted section as a plus of the Tynt suite.

Though Media Works did not share exact numbers, they said they have seen an increase in traffic since using Tynt products, which are “higher than we initially expected.”

Tynt Interest Platform, Brand Interest

During Ad:Tech earlier this week, Tynt announced the Tynt Interest Platform and the Tynt Brand Interest Index, a pair of advertising tools that lets advertisers use Tyn’t Interest graph of more than 1.5 billion anonymous worldwide users. With the Tynt advertising platform, an advertiser provides the keywords it wants to use to target the right user (which can be taken from the advertiser’s search campaign or can be created using Tynt’s keyword generation technology. When the keyword list is generated, Tynt mines its Interest Graph to target the right audience.

The Tynt Brand Interest Index lets advertisers measure the success of brand campaigns by evaluating brand impact if real-time of the users that were exposed to an advertiser’s message.

Pricing Remains Free

Currently, Tynt’s Publishing Tools remain free. When asked if Media Works would be willing to pay for Tynt’s services if they monetize the tools, Mohn and Blair said, “We have regular discussions about upcoming products and would not rule out a business relationship with the right product.”

Tynt is currently funded through Panorama Capital, iNovia Capital, Greycroft Partners, Metamorphic Ventures and Disruptive Ventures, who are all looking at different options for monetization.

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